Leverage your website

A dealership website is a valuable asset that most don’t leverage enough. Customers are looking for information all over the web. It is in your best interest that they find that information on your website.

Being a customer isn’t always fun.

Customers have a finite amount of time to search for new and used vehicles. They are looking for inventory, prices and incentives. Their journey normally starts with a simple Google search. This can be a shot in the dark. They will end up at some website that collects their email address with the least amount of engagement possible. That website sells you the email and congratulations. You have an Internet lead.

This hardly makes for a consistent customer experience. They are about to get a deluge of emails from every dealership the lead provider sold them to.

How do you get the customer to engage?

Even though you contact the customer quickly with a quality response they still don’t always respond back. Are they not interested? Why does this happen?

The customer isn’t saying, “NO”. They are saying, “KNOW”. They need more information or need to get further engaged in the process to respond back. They need to know that you are credible and that they can trust you. You have a great option. In all of your emails to customer send simple links into your website. This is a way for the customer to look through the rich content of your site and get comfortable with you.

Sample links:

• New Inventory

• Used Inventory

• Specials

• Service and Parts

• Financing

• Directions and Hours

The customer needs you.

Every moment they spend on your site they are not spending somewhere else. You are increasing your share of their time. The customer gets to see that you have inventory, specials, financing and a great service department. You become the expert looking out for the customer’s best interest.

It is a great idea to turn a third party lead into a dealership website lead. If leads from third party providers go to you website you will increase your contact percentage, closing ratio, and CSI.

posted by Matthew Belk @ 5:10 PM